Sepp Blatter, that's who. Blatter, the head of FIFA, suggested in an interview that women's soccer players should wear "more feminine uniforms," including, yes, "tighter shorts."
This is the sort of amazingly asinine suggestion that sadly comes as no surprise coming from the head of a major sports federation. I remember the head of FIVB, the international volleyball federation, suggesting that women play in tighter clothes a few years ago, and they were later forced to.

Blatter's suggestion has been met with eye-rolling, thankfully. When will these troglodytes who run these federations learn that women's sports don't need sex to sell?